Dolce And Gabbana Case Analysis

The sexualisation of women in advertising has become a very prominent and controversial issue in today’s society. Many brands, products and campaigns we are presented with portray women as being available and willing sexual objects, who exist to cater to the male gender. Gucci is one such brand that does this, focusing on emphasizing the sexual appeal of the female gender in order to sell their products, because as advertisers know: ‘sex sells.’ This new cultural shift can however, be seen as politically regressive for women, as the ideology it brings negatively impacts how women are viewed by society and how they view themselves.

Sexualizaton and objectification in the advertisements we see and the media we watch has become a very strong issue in our society. With the idea that “sex sells”, consumers don’t even realize that they’re not viewing the advertisements for what they are, but for the women (or men) that are being portrayed in a very erotic way, posed with whatever product they were hired to sell. Many articles have been written so far to challenge and assess this problem, but one written by Jean Kilbourne (1999), “”Two Ways a Woman Can Get Hurt”: Advertising and Violence” holds an extensive amount of authority. Using her personal experience with the subject, as well as studies she has conducted herself on the topic of sexualization, she talks about how the amount of sexualization in advertising affects how society views the culture and products consumers buy. She also notes that because of the quantity and prevalence of these ads, the rate of all forms of sexual assault, specifically rape (mostly towards women of all age), increase, as well as other forms of assault. It is important to examine Kilbourne’s use of rhetorical devices, such as ethos, pathos, and logos, and how effective these devices make her article. This way, it can be examined for its validity and her understanding of her own research. Kilbourne’s article is very effective through her uses of pathos and ethos, but at the same time, it loses its effectiveness through her absence of a counter-argument, as well as a lack

Advertisers use many tactics to sell their product. They can all be grouped into Aristotle’s Rhetorical Triangle; which include ethos, pathos, and logos. Including a sense of credibility, facts and statistics, and reaching into the buyer’s emotion are all ways advertisers produce a persuasive argument in order to get more business. One of the most popular ways to persuade is using the portrayal of sex to do so. J.J. Boddewyn, a journalist, states “ads that are indecent, sexist, sexy, exhibit violence to woman or treat them as mere objects present a constant and even growing problem in many countries (par. 1).” An advertisement that can be applied here is for Godiva chocolate. This ad contains a model showing the chocolate in her hand, along with the word ‘GODIVA’ written largely, and some smaller words around it. Digging a little deeper, it’s not just any model, but a very attractive one. She is dressed in what looks to be sleepwear, and a cardigan draping off her shoulders. Not only that, her makeup is very dark around the eyes, making them look more sultry and seductive. The Godiva campaign uses sex appeal to sell their chocolate. Pathos can be seen by the provocative woman, which would attract more male buyers. Ethos is portrayed through the text in the ad and who the model is. There is a lack of logos or facts to support the argument.

In an advert for a female perfume by “Givenchy” a woman is shown who holds the materialistic characteristics. This is not how it really is in society. Not every woman has prominent curves, is slim and tall. This shows how advertisements do not fairly reflect society.

The most effective advertisements often require the fewest words, the adage, “a picture is worth a thousand words,” is particularly important in the realm of advertising. Casa Do Menor recognizes this when they set out in the interest of creating a campaign that would spread awareness in regards to the sexual abuse of children. The advertisement puts the issue of sexual abuse front and center, personified in a pale girl robbed of her youth by a robe of groping hands. The use of such a relatable and common characterization, by means of a young girl, is a conscious choice of Casa Do Menor to speak in the direction of the large population of everyday people who are ignorant of the rampant problem of abuse. This imagery is dually effective, considering

Dior Suavage Makes The Heart Yearn For The Wild Jib Fowles’ essay “Advertising’s Fifteen Basic Appeals” analyzes the different appeals that show up in advertisements. The appeals range from the need for nurture to the need for sex. The viewers witnessing Dior’s new advertisement for Dior Sauvage, featuring Johnny Depp, are not immune to these basic appeals. The appeals used to captivate the audience include the need to escape, the need to satisfy curiosity, and the need for aesthetic sensations.

Sometimes the magazines doesn’t have any intentions for the product at all, but for the audience to blindly accept the product itself. The Dolce and Gabbana advertisement showed the model with a lot of her cleavage exposed. This is again false analogy, as her breasts has nothing to do with the cosmetic products, but it is still included in there for sexualiation. The model’s skin is also photoshopped to look effortless without any flaws. This leads the viewers to believe that they need to buy the products in order to look like the model.

Explained by Jeanne van Eeden, a professor in the Visual Arts Department at the University of Pretoria South Africa, advertising in capitalistic societies has a tremendous role in shaping how people view the world they live in (Eeden 3). She goes on to say, “Advertising images…stem from sets of power relations and enlist cultural codes, stereotypes, myths and ideologies in their social production of meaning” (Eeden 3). In other words, modern advertising reflects cultural class systems. Therefore, the poststructural feminist argument made by art historian Eunice Lipton that women did not form their own identities because they were not allowed to participate in art history, supports the idea that reoccurring images of women like the pudica pose created strict ‘feminine’ standards based on male expectations (Lipton 10). Even though women were enjoying the same freedoms as men, by the 1970s the obsessive preoccupation with the female body that took over American media made it apparent that the impact of long-standing male dominance had already corrupted the female psyche.

Dolce & Gabbana is an Italian luxury brand founded by the Italian designers Domenico Dolce and Stefano Gabbana in the year 1985. The clothes of the two designers are known globally and are presented regularly through various advertisements and fashion shows. Interestingly, Dolce & Gabbana do not use an advertising company, they use ‘in-house’ advertising which gives the company more control over the ideas and intentions. The brand targets a rather young age group, ranging from 20-25 years, which they optimally target through using the ‘need for sex and aesthetic sensation’. Also, the target audience includes innovators, trendsetters and people who enjoy freedom and irony in fashion (“Dolce and Gabbana’s target audience: 20-25.”).

The Miracle of Barbie Barbie’s advertisement is an excellent example of how marketing can shape a group of people’s identity and representation in whether society or culture. The main and first role for making Barbie’s advertisement is to attract children or more likely girls. The controversy is so obvious that whether consciously or unconsciously this advertisement has another significant role in the society; shaping and creating quandaries for females in both philosophical and cultural aspects is another important role of Barbie’s advertisement. This advertisement has been effective in benefiting and promoting the company and helps them selling their product and reach their goals, although the advertisement’s negative side has been more

A commercial is typically used to advertise and help sell products targeting a certain audience. As mentioned in the application on page 824, commercials have a certain target audience and are meant to appeal with the desire to win over that audience through ads, but, in this case, the artist paintings. Berger's article focuses on paintings that were designed to appeal to the "male gaze." Berger analyzes the way European art targets these males and has depicted the relationship between women and men. Berger reflects on the way various artists use their paintings to appeal to men. The article's premise is constructed around the way people view things is affected by our knowledge and judgements. Berger uses the European paintings of women to

Despite the differences and similarities in the images, proper examination of the Dolce & Gabana and Camel cigarettes advertisements show that their main objective is to attract a given audience. The first picture represents an advertisement of Dolce & Gabana lipstick worn by a sensual woman. The second picture is an advertisement of Camel cigarettes being smoked by an attractive woman. Advertisement of the Dolce & Gabana lipstick and Camel cigarettes intend to grab the attention of the consumers. Effective advertisements should have to ability to quickly and effectively attract the target and other consumers.

Amongst all of these advertisements, a natural link is developed between the visual representation and the product/idea being sold. In the first ad, a masculine link of control and success was created between the picture and job, targeted for both elder men and women. For man, their natural state of superiority would increase if he took this job. For the woman, her natural lower class state would move up to that of manís. The perfume ad, on the other hand, is attracting female customers only. The feminine feelings of happiness, peace, beauty and truth are linked through objects from nature, such as the sky and clouds; and these feelings are stereotypically viewed as feminine. The third ad selling a vacation trip is directed mainly toward college students. The presentation of freedom, adventure and relaxation grab studentsí attention, especially for those who really need to get away from school stress. The ad targets all sorts of students, those ìmasculineî ones who are seeking adventure and those

This issue essay will try to find different writers’ opinion to discuss the answer about why the advertising need use sexual appeal? Sex in advertising actually work? Moreover, whether or not it is ethical to use sexual appeal appeals in advertising?

Their posters and all other ads show different, new and uncensored aspects and perspectives of life. In reality, this should not impact people negatively unless these very people wish to close themselves off from the world’s affairs. Furthermore, these advertisements have also succeeded with the important goal of instilling and invoking strong emotions, which results in them staying in people’s minds for a longer period of time, whether it was a positive or negative reaction. Conveying a message and leaving a long-lasting memory is indeed the main purpose for advertising. Therefore, shock advertising, in this case, works very well. On the one hand, they encourage debates and discussion around the social and political issues they portray and on the other, they encourage debates and discussions about the suitableness of advertising as a medium to express political and social